TY  - THES
U1  - Bachelor Thesis
A1  - Strack, Julia
T1  - Neuromarketing Across Cultures - A Cross-Culture Analysis of Emotional Advertising in China and Germany
N2  - Creating effective cross-cultural advertising campaigns is one of the most challenging ongoing topics in international marketing. This paper aims to apply the insights of cross-cultural neuroscience of emotion to advertising in China and Germany.
Examining the differences in cross-cultural perception of emotions will be instrumental for models used in advertisements across China and Germany, help understand the role of consumer age for the emotional reaction to advertisements and elucidate the influence of emotions on cross-cultural prejudices and memory.  
Based on an expert interview conducted with the neuroscientist Dr. Henning Beck, several hypotheses were generated. In order to investigate the hypotheses, a cross-cultural survey in China and Germany was conducted testing the influence of the own-race bias on emotional advertising using the Self-Assessment Manikin (SAM). The results of the primary research suggest that the perception of emotions is culturally trained and can lead to a different emotional experience of advertising for Chinese and German citizens.
KW  - Neuromarketing
KW  - Cross-cultural research
KW  - Self-Assessment Manikin
KW  - Global marketing
KW  - Display rules
Y2  - 2019
SP  - 107
S1  - 107
ER  -